• The media can provide an important link to the public when emergency communications are needed.
• Employers should develop and maintain positive relationships with local media.

In an emergency, the media can be a company’s most important link to the public. Business leaders should develop and maintain positive relations with local media outlets in case there’s a need to communicate important public information through the media. It’s an opportunity to share the organization’s plan for protecting employees and preventing emergencies.

Employers should consider taking the following steps:

• Designate a trained spokesperson and an alternate.
• Set up a media briefing area.
• Establish security procedures.
• Establish procedures for ensuring that information is complete, accurate, and approved for public release.
• Determine an appropriate and useful way of communicating technical information.
• Prepare background information about the facility.

When providing information to the media during an emergency, a business should:

• Give all media equal access to information.
• When appropriate, conduct press briefings and interviews.
• Give local and national media equal time.
• Try to observe media deadlines.
• Escort media representatives to ensure safety.
• Keep records of information released.
• Provide press releases when possible.

A business should not:

• Speculate about the incident.
• Permit unauthorized employees to release information.
• Cover up facts or mislead the media.
• Place blame for the incident.

A threatening or actual crisis often poses a volatile equation of public action and reaction. A crisis + heightened public emotions + limited access to facts + rumor, gossip, speculation, assumption = an unstable information environment.

The who, what, when, where, why, and how are critical questions to answer after the incident. Business representatives should carefully consider what to say before making any public comment.